“Consumers who tell little white lies to avoid confrontation might find themselves rewarding the people who inconvenienced them, according to a new study in the Journal of Consumer Research.
“Most consumers have told an inquiring server that their cold meal is fine, a hairdresser that they like their unexpected ‘new look,’ or a friend that his/her too-snug jeans look great,” write authors Jennifer J. Argo (University of Alberta) and Baba Shiv (Stanford University). But according to the researchers, white lies have negative repercussions for the people who tell them.”
“For consumers, it is important to know that the negative feelings that arise after telling a white lie can have financial consequences. The authors found that people who told white lies were willing to spend more money for services or tips.”
How pervasive these consumer white lies? Does this behavior have significant customer management implications?